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Telling Your Brand Story: A Case Study

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Your brand is more than your logo or a catchy tagline.
Understand what a brand story is, how it's important to your growth and how one organization sought to reposition their company, reinventing the brand story to help them meet their goals for the future.

You'll learn how to craft a brand story that enables your company to thrive...happily every after.

Published in: Marketing
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Telling Your Brand Story: A Case Study

  1. 1. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY T E L L I N G Y O U R B R A N D S T O R Y A C A S E S T U D Y O F R E I N V E N T I N G A C O R P O R A T E V I S I O N A N D C O M M U N I C A T I N G Y O U R B R A N D S T O R Y T O S T A K E H O L D E R S A N D P R O S P E C T S [double b] design
  2. 2. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY [double b] design+copyWHAT IS A BRAND STORY? Your brand is much more than your company logo, a catchy campaign tagline or even the words you use to talk about your company. In fact, your brand is not even controlled by you, but is the sum perception of those who know about your company— your product or service. But your brand story can be the foundation for your brand and the key to your future growth, because your brand story can influence the perception of those who hear about you for the very first time, and every interaction thereafter. Your brand story then, must resonate with your audience in an inspiring and authentic way. Get your brand story right, and your company and brand can thrive.
  3. 3. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY 4 We see the need to reinvent ourselves to ensure success “ ONCE UPON A BRAND What does a company do when the market has changed so much that its current vision and offering is no longer viable and competitive? The smart leader must reinvent the company in order to survive. That’s why Patriot came to me. And thus was born a new brand story enabling the company to thrive...happily ever after.
  4. 4. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY IT STARTED WITH A VISION Patriot leadership came to me with a new vision and a goal. But they had no idea how to communicate their mission to stakeholders, employees and then to the market. They needed help to define the story. Through the years Patriot had evolved into two types of offerings: 1) contract manufacturing for software and hardware and 2) cybersecurity professional services and consulting. Trying to be both was confusing and diluting their resources and marketing efforts. The new vision was to become unlike anyone else in the marketplace: an Amazon-like marketplace for vendors, resellers and contract purchasers of high-tech products of all kinds with a specialized industry expertise offering comprehensive market-development advantages. Their new service focus would be all about taking the product idea from concept and build to sales and beyond...
  5. 5. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY SOMETIMES THE STORY STARTS AT THE END To develop a story it helps to know where you’re going; what is the outcome or happy ending? So, with Patriot, we defined the happy ending as “business success”. That’s what everyone wanted. Vendors want to build and sell their product like hotcakes. Resellers want more scope in their portfolio so they can market and sell more products for profit. Contract purchasing agents need to fulfil their customer requests by sourcing the very best manufacturers who are experts in their market and who offer competitive pricing with exceptional support, training and distribution channels. Patriot offered success to all these “customers”. Likewise, Patriot’s business was renewed; their employees would be secure and happy. Win-win-win!
  6. 6. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY BUILDING THE BRAND STORY This “end result” became the seed for the brand story we needed to tell. With the theme of success, the brand tag line became: “From concept to completion, see your technology soar!” Patriot would be defined as a “business acceleration service” company, speeding up the process of bringing a product to market and facilitating the success of other companies who support the sale of that product. That brand story took on several different versions depending on the audience we were talking to, but the brand elements, once defined, remained consistent.
  7. 7. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY DEFINING HOW PATRIOT BRINGS VALUE TO CUSTOMERS Leadership offered this... ...which evolved to this... ...and this. Business Acceleration Services From Concept to Completion Engineering • Logistics • Channel www.patriot-tech.com Innovate Integrate Accelerate The development of the visual language went something like this:
  8. 8. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY DELIVERING THE MESSAGE To sell the vision to inside stakeholders we used inspirational imagery. And, we made sure to address employee concerns up front. When communicating a new vision and brand story to inside stakeholders, be sure to address questions like: • Why are we doing this? • Will it make a difference? • How will it impact my job? • What is the path to get us there? In delivering a “change” message, be sure to also include issues like: • Top-down management support, and means of communication • Milestones and metrics you’ll use to measure goals and success
  9. 9. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY THE INTERNAL PRESENTATION Patriot: May 2016 8 Will this makea difference? Yes! § This change allows us to deliver a clear and uniquevalueproposition to prospects § This change aligns our corecapabilitiesand strengthsto maximize opportunity for growth § Valueof an integrated service organizationis greater than the sum total ofit’s parts 15 The futurelooks bright 3 Patriot has been at odds… Security Reseller 02 Manufacturing 01 • Product Support • Product Fulfillment • Product Manufacturing • Product Branding • Product Design • Channel Registration • Professional Services • Training • Reseller & Channel Distribution • Sales Operations …withitself! § Fragmented business units and focus § Confusion within and to the market; who is the customer? § Despite our best efforts, we’re going nowhere § Market is leaving us behind
  10. 10. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY FROM ROCKETS TO EAGLES Leadership was sold on the “soar” concept but we had a hard time getting complete buy-in on the rocket. I explored many styles and versions, and then it seemed like suddenly there were rockets everywhere in the marketing world—in ads and logos and start-up messaging. In the end we switched gears and went with a stylized eagle, which related closer to the original Patriot brand, and was an easier “sell” internally. [double b] design+copy BRANDING FOR: Rockets: double b] design+copy BRANDING FOR: Rockets:
  11. 11. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY AN EAGLE... (NOT A GOOSE OR A DOVE... EEK!)
  12. 12. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY THE BUSINESS CARD We devoted time up-front on the business card because we were essentially ironing out all of the brand elements in the process. We even debated the need for traditional cards at all in this digital age. Do people even use them any more? What should it communicate? In designing your card, answer the hard questions: 1. Who will use your business cards and what is its main purpose? Modern options include a focus on social connections with an emphasis on trade-show use; explore smaller, unusual sizes. Innovate, Integrate, Accelerate... PATRIOT Business Acceleration Services Steve Keefe President & CEO “Chief Rocket Scientist” 301-695-7500 410-736-8488 steve@patriot-tech.com
  13. 13. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY Another essential theory is that a business card, even in today’s market, is a refection of your brand first and foremost. What does it need to look like to communicate that? Does it tell your brand story and stand out as unique? This two-sided, accordion card folds to a small, square card. Corporate Office: 51 Pegasus Court, Suite F Frederick, Maryland 21704 Toll-free 1-877-721-8791 information@patriot-tech.co www.patriot-tech.com Steve Keefe President & CEO “Chief Rocket Scientist” BUSINESS ACCELERATION SERVICES Concept to Sales at Light Speed What we do Patriot is a technology services company focused on the acceleration of your business. We bring your product to market faster by leveraging our engineering, fulfillment and channel expertise while you Soar! Accelerate Integrate Innovate Corporate Office: 51 Pegasus Court, Suite F Frederick, Maryland 21704 Toll-free 1-877-721-8791 information@patriot-tech.co www.patriot-tech.com Steve Keefe President & CEO “Chief Rocket Scientist” office: 301-695-7500 mobile: 410-736-8488 steve@patriot-tech.com BUSINESS ACCELERATION SERVICES Concept to Sales at Light Speed What we do Patriot is a technology services company focused on the acceleration of your business. We bring your product to market faster by leveraging our engineering, fulfillment and channel expertise while you focus on your core value. From concept to sales, we’ll make your idea soar. www.patriot-tech.com Soar! Accelerate Integrate Innovate
  14. 14. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY Discarding both of the preceding options, leadership decided to stick with a traditional size, but we still had trouble deciding what was essential content for the card. When advising your client, avoid the pitfall of trying to fit everything! Soar! Accelerate Integrate Innovate CONCEPT TO SALES AT LIGHT SPEED. Steve Keefe President & CEO “Head Rocket Scientist” steve@patriot-tech.com Office: 301-695-750 Mobile: 410-736-8488 www.patriot-tech.com BUSINESS ACCELERATION SERVICES We bring your product to market faster Steve Keefe President & CEO “Head Rocket Scientist” steve@patriot-tech.com Office: 301-695-750 Mobile: 410-736-8488 www.patriot-tech.com BUSINESS ACCELERATION SERVICES Concept to sales at light speed. Accelerate Integrate Innovate At Patriot, we’ll make your business soar with our engineering, fulfillment and channel expertise, while you focus on your core value.
  15. 15. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY Steve Keefe President & CEO “Head Rocket Scientist” steve@patriot-tech.com Office: 301-695-750 Mobile: 410-736-8488 www.patriot-tech.com BUSINESS ACCELERATION SERVICES Concept to sales at light speed. Accelerate Integrate Innovate At Patriot, we’ll make your business soar with our engineering, fulfillment and channel expertise, while you focus on your core value. Steve Keefe President & CEO “Chief Rocket Scientist” steve@patriot-tech.com Office: 301-695-750 Mobile: 410-736-8488 www.patriot-tech.com BUSINESS ACCELERATION SERVICES Concept to sales at light speed. Patriot will make your business soar with our engineering, fulfillment and channel expertise, while you focus on your core value. Accelerate Integrate Innovate
  16. 16. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY Steve Keefe President & CEO steve@patriot-tech.com Office: 301-695-7500 Mobile: 410-736-8488 SEE YOUR TECHNOLOGY SOAR Business Acceleration Services From Concept to Completion Engineering • Logistics • Channel www.patriot-tech.com Innovate Integrate Accelerate THE FINAL VERSION The final card included only the most essential content with a clean and simple aesthetic. The business card exercise forced us to refine the brand elements that would then be used on all other pieces moving forward.
  17. 17. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY COLLATERAL DEVELOPMENT Concept to Completion Innovate Integrate Accelerate Contracting Officers: At Patriot Technologies, our focus is getting products to market faster. Find the security solution providers you need to fulfill your contracts quickly, before year-end budgets run out. With a wide range of security tools and the professional services, personnel and training needed to support them, Patriot has what you’re looking for. Security Tool Sourcing: Approved Federal Government Contracting: Small Business NAICS Codes: 541519 Other Computer Related Services 334111 Electronic Computer Manufacturing 443120 Computer and Software Stores 423430 Computer and Computer Peripheral GSA# GS-35F-4363D NIH SmartBUY BPA# HHSN263201500125B BPA# W91QUZ-06-A-0005 (Websense) Maryland DoIT Commercial Off-the-Shelf Software (COTS) Contract 060B2490021-2015 We Accept IMPAC Visa Card GSA Available: Bit9/Carbon Black Black Stratus BlueCoat Catbird Check Point Cloudera DT Research EIQ F5 NetOptics/Ixia Route 1/Mobikey Skybox SSH Townsend Tripwire Tufin Veracode Open Market: Dell Entrust Hexis/Watchguard Lenovo PaloAlto Super Micro Sysorex/AirPatrol Triumfant Secure your year-end purchases from Patriot ...FAST! BUSINESS ACCELERATION SERVICES FireEye Forcepoint/Websense Forescout Fortinet Guidance Infoblox Intel/McAfee Kaprica MobileIron Patriot Technologies, Inc. • Phone: 301.695.7500 • Toll Free: 1.888.417.9899 • Email: information@patriot-tech.com • www.patriot-tech.comPatriot Technologies, Inc. • Phone: 301.695.7500 • Toll Free: 1.888.417.9899 • Email: information@patriot-tech.com • www.patriot-tech.com BUSINESS ACCELERATION SERVICES Concept to sales at light speed. Innovate Integrate Accelerate A Unique Integrated Service Provider Unlike value-added resellers or integrated contract manufacturers, Patriot had a better vision of a “concept-to-sales marketplace” that serves vendors and resellers alike. By bringing more product vendors to the table, our vast and diverse pool of resellers have more products to market. And by building out our network of channel resellers, Patriot can source the perfect channel to sell our vendor’s products more efficiently and profitably. This win-win formula feeds both ends of the product-marketing funnel allowing businesses and sales to soar! So whether you’re sourcing a manufacturer for your brand new product idea, or looking for a more efficient way to produce and distribute a tried and trusted solution, see what Patriot’s line of business acceleration services can do for you. Engineering Services Patriot’s expertise lies in engineering design and manufacturing of diverse hardware and software products for the cyber security market , healthcare and other commercial markets. Product Design (Electrical, Mechanical, Industrial) Cyber Security (Testing, Management, Audit, Compliance) Product Customizations & Enhancements Product Qualification & Certification Testing Compliance Management (TAA, Emissions, Safety, Environmental) Life Cycle Management Professional Services (Pre/Post Sales Support, Configuration, Installation, Training, Management) DFX Design Review (Design for Manufacturing, Test) Supply Chain Management CONTACT: Dewayne Adams dadams@patriot-tech.com Innovate Integrate Accelerate Fulfillment Services We have the product experts to manage the life-cycle of your product from concept to longevity and help you integrate processes to streamline your business. Assembly, Integration, Rack Integration Custom Image Load, BIOS Configuration, & Testing Branding Supply Chain Management BOM Control & Change Management Build Schedule (Forecast, BTO) Stocking & Same Day Shipping Exporting VAT Management Worldwide Stocking Demo Pool Management RMA Product Support Services Worldwide Advanced Replacement Worldwide RMA Repair Multiple Geography Manufacturing CONTACT: Amy Boyer aboyer@patriot-tech.com Channel Services Patriot offers a vast network of channel resellers and is expanding all the time. If we don’t have the right reseller, we’ll find one or sell it direct. Channel partners have the patriot advantage of more vendors and the Patriot sales organization to help them succeed. Order Processing Renewal Processing Credit & Cash Flow Management Information System Integration Channel Development (by Vertical Markets, Geographies) Customer Data Base Development (Selling our Data) Marketing Campaigns Contract Vehicles & Teaming Marketing & Training Material Reseller Product Training Sales Engineer Support Registration Program Administration Sales SPIFF Program Administration Company Valuation CONTACT: Jackie Jevelle jjevelle@patriot-tech.com
  18. 18. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY WEBSITE DEVELOPMENT The website redesign is likely to unfold next year. Meanwhile, we continue to evolve the brand story and will consider how the website can deliver on the long-term vision of Patriot as the ultimate, Amazon-like marketplace for contract manufacturing and sales. [double b] design+copy D E S I G N A N D C O P Y BRANDING FOR: Website Designs: Welcome to Patriot’s Concept to Sales Marketplace INNOVATE INTEGRATE ACCELERATE SOAR! Welcome to Patriot’s Concept to Sales Marketplace INNOVATE INTEGRATE ACCELERATE SOAR!
  19. 19. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY WHAT IS YOUR BRAND STORY? A brand never really stops evolving as your company grows and continues to respond to the market. How your brand is perceived and how you deliver on your brand promises will impact your growth. Thus, from time-to-time, every company must re-examine it’s corporate path and ask: is my branding effective? Does it still resonate with my target audience? Or does the brand story need a refresh? When looking to define your brand story, find the ultimate happy ending that only you can deliver. Then craft a message and visual language to inspire and appeal to employees and customers alike. That brand story will be uniquely yours and you too can thrive...happily ever after. [double b] design+copy
  20. 20. [double b] design + copy 919.454.6775 • doublebbogue@gmail.com CASE STUDY [double b] design NEED SOME HELP? Sometimes people outside the organization can more clearly see the path or how to best communicate it. And some of us love the conundrum of finding the right words and images that are uniquely yours. I know I do! If you have a challenge and would like some help, please reach out and we can chat about it. No obligation. Let’s just start, and see where it goes.

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